You think so, with a term such as "culture building"?

Culture exists and can be built. Building it intentionally is basically impossible, but also an obvious thing to try to do if you don't know that.

To me culture building does not imply creating culture from scratch intentionally (as you cannot intentionally force it), but rather influencing or guiding that natural process thoughtfully to encourage "positive" values and behaviors to encourage "positive" values and behaviors within a group.